What: YouTube network StyleHaul has team up with Magazine publisher Time Inc.
Why it matters: Two companies are joining forces and their own audiences to provide an attractive option for brands and advertisers. This is the latest in a string of announcement which has influencer networks and traditional media companies partnering up.
YouTube network StyleHaul, best known for its fashion, beauty, and lifestyle content, has team up with Magazine publisher Time Inc. to create sponsored campaigns for some partners and help advertisers benefit from the combined reach of their audiences across a variety of platforms.
Terms of the multiyear agreement were not disclosed. The partnershipbrings together Time Inc.’s content with the access and scale of StyleHaul’s Millennial influencer network, and covering a wide array of categories including red carpet, social storytelling and fashion & beauty.
The multi-platform initiative will mix Time Inc.’s publishing expertise with StyleHaul’s influential nature in different branded projects with social media campaigns supporting a wide array of videos. The goal is to offer both reach and engagement.
A recent collaboration of the companies to support Walgreens’ “Whatever Makes You Feel Beautiful” campaign has proven out the concept. Walgreens is the exclusive sponsor of the Entertainment Weekly-inspired “Beyond Beautiful” editorial platform. The effort kicked off with EW’s February 12 issue and is set to continue across select Time Inc. brands, including People, People en Español and Essence.
“The scope and value of Time Inc.’s brands inspire our community and reflect the same passions,” said Stephanie Horbaczewski, CEO of StyleHaul, in a press release. “Together we are able to create dynamic content that resonates with audiences as well as offer our advertising partners a unique and authentic way to engage and extend innovative programs.”